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Justin Davy: We've gone through an evolution of media. Primarily its always been tv, radio and print. Advertisers have bought in large quantities and sent out a blast. For example a Shampoo commercial during Grey's Anatomy.

1:33

Justin Davy: That's referred to as media delivery

1:33

Justin Davy: Media discovery on the other hand has been made popular via search engines and user intent. The search for shampoo on Google for example.

1:35

Justin Davy: Advertisers like to think of silo's as a bad thing, but this is how their organized. A search team, a social team, etc.. But how do they fit together.

Justin Davy: Three forms of media today -> Paid, Owned (digital assets including website, pdf's, videos), and Earned media (largely built off owned media you have but its built off people talking about you (facebook)

1:39

Justin Davy: Paid media was supposed to seal the deal in 30 seconds. You see a BMW commercial and you go to the dealer to buy a car.

1:40

Justin Davy: We have to make better media choices. Expose consumers on the top of the funnel to your owned media (organic search, videos etc) this would help your paid media and not require as much money.

1:41

Justin Davy: Graham from comScore is up to elaborate

1:41

Justin Davy: Over the past 10 years offline advertising budgets have shifted to online significantly even now with ad spending slowing down

1:42

Justin Davy: They expect 30 Billion in ad spending by 2014

1:43

Justin Davy: Social Networking has also grown tremendously over the past 5 years (duh) :)

1:44

Justin Davy: Heavy searchers are 43% more likely to be Facebook users than the average Internet user

1:45

Justin Davy: This study was from May - July including Automotive / CPG / Telecomm

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Justin Davy: They looked at intensity behaviors

1:48

Justin Davy: They studied people who were exposed to:

Exposed to Search CampaignRelevant Social Media (slight overlap with the paid)Influenced Social (not only looked at a blog about it but the blog was about a particular campaign via blog reviews)

1:48

Justin Davy: Demographic Profile: Social UsersPeople who use social media at least once a month are younger, more educated, enthusiastic, and spend more time online than non-social media users.

1:49

Justin Davy: Brand Relevant - Social ExposedPeople who use are exposed to relevant social media around brands we slightly wealthier, and spend even more time online than the average social user

1:51

Justin Davy: People who were influenced by social and paid spent an average of 170 minutes a day online while the average is 65 minutes per day.

Adding social on top of paid increased overall conversions 19 points in campaign terms and 15 in brand. As you influence a searcher at the top it helped with conversions toward the bottom of the funnel.

Influenced Social + Paid increased this even more.

1:57

Justin Davy: Most spend 20% of their budget on brand and get back 80% or so of their revenue from this. What if you could do this via social..

1:58

Justin Davy: Social juices up query shares around specific abilities of a product (for example the iPhone)

1:59

Justin Davy: You can buy car queries but what if you could interest people in the cars features